Global need for brands to go green

From crypto to construction, the importance of brands embracing sustainability, as well as adding value, to meet the ever-evolving needs of consumers and the planet cannot be overlooked, experts told a design industry panel on Thursday.

Italian Design Day 2024, presented by the Consulate General of Italy in Hong Kong and Macao, provided valuable insights into the global need for more industries to adopt sustainable practices.

In the crypto world, Italian artist Andrea Bonaceto said that ensuring sustainability in both nonfungible tokens (NFTs) and artificial intelligence (AI) is extremely important for their long-term viability and ethical advancement.

"In the realm of NFTs, sustainability involves reducing the environmental footprint of blockchain transactions, embracing consensus protocols like proof-of-stake, and promoting responsible energy consumption," he said.

"Similarly, in AI, sustainability entails developing algorithms that prioritize efficiency and minimize data biases," he added.

The artist also said that by integrating sustainable principles into both NFTs and AI, we can create a future where innovation thrives in harmony with our planet and its inhabitants.

The construction industry has much work to do, as it is responsible for almost 40 percent of greenhouse gas emissions, according to Ruffina Thilakaratne, an associate professor at Hong Kong Chu Hai College.

"When the building density increases, this figure goes up," she said.

Thilakaratne's research focuses on the issues that high-density cities will face by the middle of this century and explores prospective directions in responding to the challenges to create resilient cities.

One sustainable solution is the potential of mass-engineered timber construction and adaptive reuse, but this is underexplored in Hong Kong, she noted.

"As an academic, I try to educate the future generation of architects to be mindful of the climate crisis and to make validated sustainable solutions beyond the norm to combat negative impacts," said Thilakaratne, who is also the Royal Institute of British Architects International Council Member for Asia and Australasia.

Tiziano Guardini, an Italian fashion designer, said sustainability does not have the concept of waste, rather everything remains in the value chain.

He described this as a "celebration of nature", saying that for him there is no real distinction between human beings and nature because we are part of the natural world.

Guardini noted that when talking about the circular economy, for him it is about reconnecting with nature and a way of preserving life.

To respect life in a broad sense, Guardini said he applies the ancient Indian principle of "ahimsa", or non-violence, to fashion.

This allows him to create "peace silk" for his designs, Guardini said. Rather than harvesting silk by the widespread method of boiling the cocoons with the silkworms inside, he waits until the worms reach the next stage of their life cycle and then uses the abandoned cocoons.

"In this case, the life of another species is respected, a kind of dialogue between living beings is established, and evolution is not interrupted," Guardini said.

In light of the pandemic and the significant shifts in people's lifestyles, it has become evident that sustainability alone is not sufficient, said Juliana Lam, chairman of Julius Group Holdings Ltd, a sustainable glove manufacturer.

"There is a growing demand for additional value in the products and services we offer, while also holding sustainability accountable," said Lam, who is also the founder and president of INNOTIER, a brand that integrates innovation and technology into lifestyle products.

"There is a growing demand for additional value in the products and services we offer, while also holding sustainability accountable," she said.

Gianni Giuffrida, chief architect at Italia Pininfarina, said his company developed a climate-responsive architectural structure unveiled at Fuorisalone 2021 in Milano. The structure was part of an international project that aims to raise awareness around the re-use and recycling of plastic.